30. "Public Relations" (Season 4, Episode 1)

"Who is Don Draper?" When the reporter asks this question, Don drags on his cigarette. "I'm from the Midwest. We were taught it's not polite to talk about yourself." So welcome to the world of mystery man Don Draper, the Madison Avenue ad genius, a Roxy Music song in a suit. He's also Dick Whitman, a scam artist who stole his identity from a dead Korean War officer and built a new life out of lies. Everybody craves a chance to be Don Draper — especially Don Draper. (I always love how Rachel Menken's dad describes him: "A little dashing for my taste.") But behind the glam surface, he broods in his dingy bachelor pad, watching his own ads on late-night TV, hiring a hooker to come slap him around for Thanksgiving.

Best line: "So well built, we can't show you the second floor."—Don Draper